Maison Apprêt
Life Instyle chats with Maison Apprêt to discuss the brand, how the idea first came about and her brands plan for the future.
Can you give us an insight into your retail brand's history and the journey that led to its creation?
Maison Apprêt started when I couldn't find a chopping board that was safe for my family to use, practical and beautiful. After two years of research and product development, we launched in March 2025. We began our wholesale journey last November and we have grown to about 50 stockists across Australia.
I started Maison Apprêt when I realised just how hard it was to find a chopping board to suit my needs.
I wanted something that was safe for my young family to use, practical (to please my chef husband!) and well-designed so it looked beautiful in my home.
As it turns out, this was a lot to ask for, so I decided to create it! I spent two years researching different materials and refining the design of our boards until they were just right.
What drew you to exhibit at Life Instyle this year, and how does the show reflect your brand’s ethos or aesthetic?
I was approached by one of the team from Life in Style and the timing was amazing as I had just spoken with Alyssa from Al-ive Body who suggested that I look into exhibiting. We have elevated the everyday chopping board and made it more than a utility. It is now a feature designed to be used and to be seen. The must have kitchen accessory!
What gap in the market—or personal passion—sparked the creation of your brand?
We are replacing boring, plastic chopping boards with beautiful, practical boards made from sustainable materials. When I started this journey, there was nothing like this on the market. The plastic free options were not designed for chefs or made with aesthetics in mind. I wanted to create the ultimate chopping board that people would love to use. A chopping board that feels like a designer piece.
What do you believe sets your brand apart in today’s competitive retail space?
Our brand connects sustainability with premium homewares. We have taken the humble chopping board and reimagined it. Our chopping boards are environmentally friendly but they are also a joy to use and look great in your kitchen. Each board is individually boxed to reflect the quality and thoughtfulness of the design and experience.
Could you share your personal favourite product from your brand's collection and tell us why it holds a special significance for you?
My favourite product is our classique board in pink. Dopamine decor is a thing and I love to use it when I cook for my friends and family or use it as a serving platter for my favourite selection of cheeses.
What were some of the biggest hurdles in starting your brand, and how did you overcome them?
When I decided to create a chopping board I had a list of non-negotiables, the boards had to be plastic free, non-toxic, dishwasher safe and made from sustainable materials. It turns out that this was really hard to find. I spent two years researching different materials and refining the design. When I discovered ricehusk as a plastic substitute I knew that it was perfect. I had nearly given up multiple times but I knew there had to be a solution. Once we launched we had the usual new business struggles, stock delays, cash flow and delivery issues. I feel like we are still experiencing some growing pains and trying our best to overcome them.
What feedback or comments do your customers frequently give about your products and brand, and what aspects do they appreciate the most?
We have such great customers who become advocates for our brand. They love the colours, the design elements and the fact that they are plastic free. If the board is ordered online we get comments like “they are even better than I expected” or “the quality is amazing!”.
How did you first get involved with Life Instyle, and how do events like Life Instyle help you connect with your customers or community?
This is our first LIS.
Can you highlight some of the proudest achievements or milestones your brand has achieved since its inception?
I am so proud that we have sold out three times in just over 12 months and that customers love our boards. It is such a joy when you see customers reordering 3 or 4 times and buying them for a gift.
Is there a piece of business advice that has significantly influenced your journey as a retail brand owner?
Say “yes” and figure it out. My husband has been such a great supporter and has always said to say “yes” and we will figure it out. There are so many incredible opportunities and it can feel scary and daunting but it is important to be bold and go for it.
Are there any brands in your industry or related sectors that you admire or draw inspiration from?
There are so many great lifestyle and homewares brands. I love Al-ive Body and In the Roundhouse who have both elevated everyday essentials.
How do you stay in tune with what your customers want and need as trends evolve?
Our customers have become a community to us and helped me to design the new petite board and have been asking for new colours. I will continue to be guided by them and take their feedback on board.
Could you outline the core values that steer your brand's decision-making processes and relationships with customers?
Our vision is to become the most loved sustainable homewares brand globally known for combining exceptional design, practical innovation and meaningful environmental impact.
What’s next for your brand—and what dreams are you chasing over the next few years?
Our goal is to be in kitchens around the world, leading the shift away from plastic kitchenware by creating design-led, sustainable chopping boards. We don't want to stop at chopping boards, we want to introduce a range of utensils, mixing bowls and complementary products.
Rapid Fire Questions
Do you have a personal motto or mantra that keeps you motivated?
Work hard, fail fast and have fun.
If you could have dinner with anybody, who would it be and why?
It would be Hailey Bieber. I would ask her about her inspiration and incredible marketing strategies and how she managed the growth of Rhode.
What's a hobby or interest of yours that people might be surprised to learn about?
My hobbies and interests are all connected to my brand. The brand is an extension of my favorite things, food, travel, design and sustainability.
What’s your go-to song when you need a pick-me-up?
Any song from Life of a showgirl.
What is your advice to those looking to start their own journey?
Go for it! Build a brand and community not just a product and know your numbers.
